NBC Universal : 13e Rue - I kill a friend.com
BETC Euro RSCG
SUMMARY
THE BACKGROUND
13ème RUE is a cable network channel, specializing in crime and investigation shows. With the growing popularity of crime shows on all mainstream channels, 13ème Rue has lost its edge on the genre. This increasing lack of differentiation particularly affected the younger part of the audience: if the 15-34 year-olds are very fond of crime shows, they are also the most demanding target group.
THE CHALLENGE
Reconquer the 15-34 y.o. audience by proving 13ème Rue superiority when it comes to crime related entertainment, despite a limited...